Keywords: Property rights theory
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Journal Articles
Journal of Business & Industrial Marketing (2012) 27 (6): 447–455.
Published: 27 July 2012
... of a contractual foundation of marketing theory. It embeds the concept of exchange in an institutional framework and adapts it to the evolving business reality shaped by co‐operating firms and the rising share of services in value creation. © Emerald Group Publishing Limited 2012 Property rights theory...

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